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It’s just as true in marketing as in real life: If you try to be all things to all people, you’ll end up spending more resources for fewer results. With the massive reach of the internet, it’s tempting to blast messages through e-mails and social media, hoping to catch customers and prospects through sheer volume. But this approach can cause several problems:

The social media age has taken data collection to an explosive new level. According to many estimates, Facebook now serves 1.4 billion users each and every day. To put that in perspective, roughly 1 out of every 5 people in the world make a daily connection with the social networking site. And with each contact, Facebook collects data, with a daily diet exceeding 500 terabytes.

The key to understanding your customers lies in a business’s ability to deliver a message that motivates, moves and resonates with individuals. This can rarely be achieved through generic mass-mailing campaigns. Companies that are most effective in influencing customers’ attitudes, views and behavior, are those that succeed in applying the advice of the Roman statesman Cicero and think the customer’s thoughts, feel the customer’s feelings and speak the customer’s words through their marketing campaigns.